ITV is poised to appoint Tony Ball, former head of BSkyB, as its new chief executive.

The former pay-TV chief was the early frontrunner to take over from Michael Grade, who holds the role of executive chairman, and has the backing of key shareholders including Legal & General and Fidelity. An aggressive campaign to push him ahead of a full recruitment process, plus his desire to overhaul the ITV board, had earlier seen him fall from favour with ITV's nominations committee.

But following the withdrawal of prime candidate Simon Fox, the HMV chief executive, this month, discussions with Ball have been pursued with renewed vigour.

If the details of a deal to sign Ball can be hammered out, his arrival at ITV would see a shake-up of senior management.

That would raise the intriguing possibility that Peter Fincham, the director of television and online at ITV, might make a play to be chief executive at Channel 4.

It emerged over the weekend that Andy Duncan, who has run Channel 4 for five years, is likely to leave by the end of the year. Fincham, who is not thought likely to stay on at ITV under Ball, would be a leading candidate to take over.

Other candidates include Kevin Lygo, Channel 4's director of television and content, and Ofcom chief Ed Richards.

On his arrival at ITV, Ball is widely expected to raise capital through a rights issue and could consider a sale of the broadcaster's production business, maker of shows including Coronation Street and Emmerdale.

Some board members have questioned his ability to work with Grade, who will continue as non-executive chairman following the appointment.

The shortlist for the role also included Apple Europe chief Pascal Cagni and ITV's chief operating officer John Cresswell.It is thought that Cagni's lack of experience running a public company had counted against his candidacy. Ball was chief executive of BSkyB, which holds a 17.9% stake in ITV, from 1999 to 2003.